Initially developed to further expand MaverickLabel’s growing international e-commerce label business, ATLEE is a dynamic tool that spans industries. ATLEE takes advantage of the fact that English is the international language of business, and that typical non-native speakers can comprehend the majority of most English documents but are usually stumped by industry-specific, technical words or phrases.
“ATLEE focuses on providing an ‘on-call interpreter’ for only the most critical technical terms on any web page or electronic document, so that terms like ‘die cutting’ or ‘release liner’ are accurately translated to their proper meaning for the context in which they are used,” says Rick Kent, MaverickLabel’s president and chief science officer. “Even though most non-native English speakers can get through the majority of our website without difficulty, they are not likely to be familiar with technical printing terms, which standard language classes don’t cover. ATLEE gives us the power to expand into international markets at a fraction of the traditional cost.”
Expanding business internationally often requires translating an entire website into multiple languages, which takes time and money. Not only do translators typically charge by the word, but making updates to a site can be cumbersome, expensive, and cause delays. With ATLEE, a website operator need only translate their specified lexicon once, and from then on, the site is always up to date, no matter what changes are made to the English version.
ATLEE works off of an established database of identified technical words and/or phrases. Any web page passed through the ATLEE engine, highlights the identified terms onscreen without visually modifying the content on the page. The translations, along with any additional contextual meaning, are available with a simple “mouse-over” or touch. Other translation tools either don’t capture the nuance of the industry-specific terms or translate the entire page, often resulting in broken layouts.
ATLEE is currently available on MaverickLabel’s website in the following languages: Arabic, Mandarin Chinese, French, German, Italian, Brazilian Portuguese, Russian, and Latin American Spanish. The number of languages that ATLEE can handle, however, is unlimited, the company says. ATLEE will be available for licensing for non-label printing industries in 2016.